Dove - ReverseSelfie Campaign
Targeting - Individuals, especially young people, influenced by the prevalent selfie culture. Dove aims to resonate with those who may feel pressured to conform to unrealistic beauty standards perpetuated by social media.
Core Theme of the Campaign -
Dove takes a stance against the often unrealistic and filtered portrayals on social media. By encouraging individuals to share unfiltered images and engage in discussions about self-esteem, the campaign aims to create a more positive and realistic digital environment.
About the
Campaign -
Dove's Reverse Selfie campaign is a bold initiative that challenges the impact of selfie culture on beauty standards. The campaign encourages individuals to reconsider their perceptions of beauty by flipping the narrative on idealized self-images.
Formula applied by the Campaign to elicit customer action -
The standout feature is the reversal of conventional beauty standards. Dove uses the term "Reverse Selfie" to symbolize a shift from curated and filtered images to embracing authenticity and natural beauty. The campaign urges people to engage in open conversations about real beauty and self-esteem.
Business Title
A Look at
the Campaign
- Challenge Beauty Norms: Dove challenges societal beauty norms by advocating for authenticity over idealized images.
- Promote Authenticity: Encourages people to share unfiltered images and embrace their natural appearance.
- Conversation Starter: The campaign serves as a conversation starter on the impact of selfie culture on self-esteem.
- Digital Well-Being: Addresses the potential negative effects of social media on individuals' well-being.
- Dove's Continued Advocacy: Aligns with Dove's ongoing commitment to promoting real beauty and self-esteem.
- Social Media Impact: Aims to influence a positive change in the way individuals perceive and present themselves on social media.
- Collaboration with Ogilvy: The campaign is developed in collaboration with Ogilvy, emphasizing the strategic and creative approach to address societal issues.
- Empowerment: Ultimately empowers individuals to embrace their unique beauty and reject unrealistic beauty standards.